Agency: Studio A - Interbrand
President & CEO: Armando Andrade
Design Director: Pau Casals
Client Services Director: Claudia Hidalgo
Project Manager: Paloma Estremadoyro
Designer: Julio Ishiyama
Project Type: Produced, Commercial Work
Client: Cemento Pacasmayo
Location: Lima, Peru
Packaging Contents: Cement
Packaging Materials: Paper
Cementos Pacasmayo, the leading brand of cement in the north of the country, entrusted us to develop a new line of low cost products that reflects the pride and countless stories of effort and progress of the people of that area.
With the challenge of creating a more emotional brand, which would achieve a close relationship with its major customers (builders and self-builders), "Mochica" was born with a differentiated value proposition, which seeks to heighten the pride and strength of northerners.
Through a visual universe inspired by the culture of the same name, where earthy colors and diagonal cuts wrap the package, the main character, the Moche warrior, elevates reflecting the values and punch of northerners. Also, using the visual richness of the Moche culture, and accompanied by a strong and consistent typography, we created a pictogram system inspired by the past, under the great challenge of showing how to use the product in a synthesized way.
"Mochica" reflects the legacy of an advanced, robust and inspiring society for everybody.